This document provides an introduction to an online course on servitization. It outlines the following key points: - The course will introduce theories of servitization and discuss how research is applied in practice as companies transition to more service-oriented business models. - It is run by the Center for Technology and Financial Services (CTF) at Karlstad University, which conducts multidisciplinary research with businesses and organizations. - The course structure includes videos, literature, webinars, discussions and assignments covering what servitization is, why companies adopt it, and how to implement service-oriented strategies. - Students will learn to analyze when servitization leads to profits and how firms can develop through new services

1. Course introduction
Servitization
FEAD52/Open online course

2. Agenda for webinar
• Welcome to the course and CTF
• Introduction to the course
• Introduce yourselves
• Next step

3. • Established in 1986
• Multidisciplinary research center; business administration,
psychology, information systems, environmental and energy
systems, and working life science
• Develop and conduct research projects in close collaboration
with private and public organization
• Involved in undergraduate and graduate education at Karlstad
University
• An international research environment
About CTF

4. Examples of
research
• Service innovation for sustainable
business
• Servitization in the manufacturing
industry
• Robotics in the field of elderly care
• New method for patient
involvement in health care
• Future customer experiences
• Quality of life and daily travel
• Reducing food waste

5. External relations
CTF works in partnership with businesses,
public organizations, academia and
providers of research finance. They are
important factors of our success.
Example of our funders and partners:
KK-stiftelsen, Vinnova, EU Horizon 2020,
Volvo, Ericsson, Ikea, Löfbergs, Ica Maxi,
Försäkringskassan, Skatteverket, Region
Värmland, Karlstads kommun, Landstinget
i Värmland, RISE, Trafikverket and Tobii
Technology.

6. Example of Academic
collaborations
Linköping University, KTH, Stockholm University,
BI, Norwegian Business School, Center for
Service Innovation, Norwegian School of
Economics, Alto University, University of Vienna,
Kyoto University, University of Maryland, Arizona
State University, University of Warwick,
University of Hawai'i at Manoa, University of
Wisconsin, and many more.

7. In this course you will meet:
Nina Löfberg, Assistant professor
Nina.lofberg@kau.se
Maria Åkesson, Assistant professor
Maria.akesson@kau.se
Peter Magnusson, Professor
Peter.magnusson@kau.se
Lars Witell, Professor
Lars.witell@kau.se
Besma Glaa, Assistant Professor
Besma.glaa@liu.se
Charlotta Andersson, Course administrator
Charlotta.andersson@kau.se

8. INTRODUCTION TO THE COURSE

9. Learning outcomes
• Upon completion of the course, students should be able to:
- give an account of servitization theories,
- discuss how research results linked to servitization are applied in
practice with a special emphasis on the change in the production
industry towards a more service-oriented business model,
- reflect on the situations in which a service-oriented business model
does not lead to increased profit, and
- analyse how a company can develop through a more service-oriented
business model.

10. Two courses in one

11. Course structure
What is
servitization?
Why
servitization?
How to
servitize?
Report writing
•(Credit bearing
course only)

12. For each module there are…
• Videos (lectures)
• Literature (scientific articles)
• Webinars (lectures and discussions)
• Tweetchats (discussions)
• Assignments (reflections and discussions)

13. Examinations
For officially admitted students:
• Assignments in module 1-3
• 1 written report
• Active participation in final presentation on
January 13.

14. Course certificate requirements
For open learners:
• 1 written assignment per module 1-3
• Participation in discussions at webinars and
tweetchats

15. Introduce yourselves
• For which organization do you work?
• What is your role?
• What are your expectations?

16. Next steps
1. Register on the web site:
https://hhk3.kau.se/servitization/site-
registration/
2. If taking the credit bearing course:
register via my page at KAU:
https://www.kau.se/en/student/new-
student/first-weeks/getting-started/roll-call-
and-web-registration
3. Watch material for week 1
4. Introduce yourself on the course home page

17. Questions or comments?
nina.lofberg@kau.se